The approach to redesigning the structure of the home page was simple: begin with transactional content and present more informational content as the user scrolls down the page. The journey down the page begins with the WebMD Health Services value proposition, followed by how they can help the user.
This gradient provides clear structure, but most importantly presents information in a way that supports different user profiles. Someone coming to the site for the first time can learn who WebMD is and what the company does, scrolling down to view success stories and awards that establish trust. Returning clients can log into their account from the nav bar, or the inline link below the fold.
The bottom half of the home page is dedicated to informational content to help build trust and educate the user who may have lingering questions. In addition to featuring original content from the blog, product details and a frequently-asked-questions block provide ample information to curious visitors.